Buku Lanu Lopanga Loperekera Nyengo Yabwino Yopumira 2020

Brand Playbook: 2020 Tchuthi Chachaka

Mliri wa COVID-19 wakhudza kwambiri moyo monga tikudziwira. Zomwe timachita tsiku ndi tsiku ndi zosankha zathu, kuphatikiza zomwe timagula komanso momwe timakwanitsira kuchita, zasintha popanda chizindikiro chobwerera kunjira zakale posachedwa. Kudziwa tchuthi kuli pafupi, kukhala okhoza kumvetsetsa ndikuyembekeza momwe ogula angagwiritsire ntchito nthawi yotanganidwa kwambiriyi chaka chatha kudzakhala kofunika kuthana ndi zochitika zogula zabwino, m'malo osayembekezereka. 

Musanapangire njira yabwino kwambiri, ndikofunikira kuti muziganizira kaye zina mwazinthu zofunikira kwambiri pamachitidwe a ogula kuyambira koyambirira kwa 2020, ndi tanthauzo lake kwa otsatsa ndi malonda chimodzimodzi. Mwachitsanzo, mukutentha kwa mliri wa COVID-19, ogulitsa akuwona kukwera kwa malo ogulitsa pa intaneti komanso omni-channel pomwe anthu akusankha njira zogulira zotetezeka komanso zosavuta. M'malo mwake, poyerekeza ndi kugula tchuthi kwa chaka chatha, ogula akuti 49% ali ndi chidwi chofuna kugula pa intaneti ndipo 31% ali ndi chidwi chofuna kugula mapulogalamu. Mwanjira ina otsatsa akuyenera kudziwa kuti mwina nyengo ino, kuposa ina iliyonse isanakhale, idzakhala tchuthi choyamba ku digito. 

Kuphatikiza apo, chiphaso cha InMarket ndi ma kirediti kadi zikuwonetsa kuti ogula akukopa phindu lomwe likugwirizana ndi zomwe amadziwa bwino munthawi zosatsimikizika izi. M'malo mwake, zilembo zamalonda zimawonetsedwa kuti zikukula kutchuka m'magulu onse azachuma, kuphatikiza omwe amapanga zoposa 100K pachaka, ndipo kuwononga ndalama pazinthu zodziwika bwino zikuchulukirachulukira pomwe makasitomala amabwerera kumaina odziwika pamitengo yamtengo wapatali monga kusankha kwawo.  

Onani InMarket InSights

Kukumbukira zosinthazi moyenera ndikugwiritsa ntchito njira zothandiza kuchitira kampeni ndikofunikira pothana ndi zochitika zogula zomwe zingayambitse phokoso la nyengo ya tchuthi, komanso chisokonezo cha COVID-19 kwakukulu. Mwakutero, opambana ma brand adzaonetsetsa kuti akumbukira izi pazinthu izi:  

Mvetsetsani Omvera Omwe Mukuwafuna

Monga momwe zilili ndi kampeni iliyonse, kumvetsetsa omwe akumvera komanso zomwe amachita asanapite kukakhala njira yoyamba yofikira ogula munthawi zofunikira. Izi zidzakhala zofunikira makamaka munthawi zino, pomwe magulidwe ndi zosowa zikupitilira kusintha. Kuyang'ana njira zakuchezera kudzera munthawi ya mbiri yakale kwakhala kuli gawo lofunikira pakusonkhanitsira zidziwitso, koma zikhala zofunikira kwambiri nthawi ya tchuthiyi kuti tiyembekezere zosintha zomwe sizinachitikepo pamisika. Magawo ofunikira kuti adziwe nyengo ino atha kukhala ogula omwe akufuna kutengapo gawo la curbside, omwe amakonda kusintha njira zogulira njira yolingalirira mliriwu, ndi omwe amasintha chilengedwe chakunja povomereza zosangalatsa zawo. 

Kumvetsetsa zomwe zikufotokozedwazo, komanso kutha kuneneratu molondola zosowa za omvera ndi zomwe amachita ndizomwe mitundu yonse imayesetsa kukwaniritsa, ndikuwunika kwa data kudzapitilizabe gawo lofunikira pantchitoyi. Chifukwa chake, panthawiyi yosonkhanitsira chidziwitso kuwonera kwa ogula 360 kumaganiziridwa pofufuza zamalonda musanapite kukaona. Pomwepo ndi pomwe ma brand adzagwiritse ntchito bwino zidziwitso kuti adziwitse momwe ntchito yawo ikuyendera.  

Limbikitsani Njira zingapo mu Real-Time

Chifukwa chakukonda kugula pa intaneti ndi omni-channel, kugwiritsa ntchito njira zingapo mumsika wanu wotsatsa kudzakhala kofunikira pakupezera ogula osiyanasiyana m'malo angapo ogwira ntchito munthawi yeniyeni. 

Kaya ndi pa intaneti, kudzera pa pulogalamu yam'manja / pulogalamu, kapena kudzera pa TV yolumikizidwa, kugwiritsa ntchito njira zenizeni zogwirizira pamapulatifomu ndikofunikira pakupereka ndi kusanthula zokumana nazo za ogula a 360 pakamapanga zisankho ndikugula maulendo. Pomwe mwayi wogwiritsa ntchito digito umangokulira nthawi yowonjezera, opambana ndi omwe adzaphunzire kugwiritsa ntchito mapulatifomu angapo kuti athe kufikira ogula kunyumba, popita komanso m'masitolo panthawi yakusowa kwawo.  

Zopezeka pamapepala mukamapereka Kugula Mosavuta, Mwachangu, Mosavuta

M'nyengo yamasiku ano, kudutsa phokoso ndi zinthu zokopa, zofunikira, komanso zokopa tsopano ndizoyambira. Ndi ogula omwe akuchulukirachulukira ndikukayikira kuti agwiritse ntchito ndalama pazinthu zongogula zokha, ndikofunikira kwambiri kuti zopereka zizitumiza mauthenga okhudzana ndi kulimbikitsana, kuzolowera, komanso kuthandizira kuchokera kuzinthu zomwe mwachilengedwe zimathandizira wowerenga paulendo wawo wogula . Pochita izi, kusintha kwaogula kumakhala kosavuta, ndipo koposa zonse, maziko a ubale wamakasitomala adzakhazikitsidwa. 

Kuphatikiza apo, malonda adzafunika kuwonjezera mameseji awo mwa kugwiritsa ntchito ukadaulo ndikuwongolera ntchito zogulira mwachangu, kosavuta komanso kosavuta monga kudina kamodzi, dinani pagalimoto, pa intaneti kuti muchepetse zosankha ndi machenjezo azogulitsa. Pogwiritsa ntchito kuyerekezera kwa zoyeserera zam'mbuyo zam'mbuyomu komanso zizolowezi zawo zakunja ndi zomwe amagula, malonda azimvetsetsa kuti ogula ndi ndani komanso zomwe zili, kutumizirana mameseji ndi ntchito zimayendetsa zomwe amagula komanso kugula. Kuchita kuwunika kosalekeza sikungangopatsa mwayi kampeni yokondwerera tchuthi chokha, komanso misonkhano ikubwera mtsogolo.  

Kukumbukira zinthu zofunika izi, ndikumvetsetsa zosintha zaposachedwa pamachitidwe azogula chifukwa cha COVID-19, zonsezi ndizofunikira kuti zopangira ziziyenda bwino nthawi ya tchuthiyi mofananamo. Kupyola phokoso loyera lazinthu zapa media komanso kuyendetsa galimoto kumakhala kovuta kwa nthawi yayitali kupitirira tchuthi pomwe misika ikuwona mayendedwe azanjira zingapo komanso zikhalidwe zosinthira mabizinesi ndikudalira pa intaneti. Ngakhale miyezi ingapo ikubwerayi ipitilira kukhala nthawi yosayembekezereka yamabizinesi, chofunikira kwambiri ndikudalira kwathu kukulira kuzidziwitso zoyendetsedwa ndi data ndikugwiritsa ntchito mayankho amakono kuti timvetsetse momwe ogula amagwirira ntchito ndikulumikizana kwambiri , Kumanga zokumana nazo zabwinoko zama brand ndi ogula chimodzimodzi. 

Tsitsani InMarket's Holiday Playbook ya 2020

Tikukufunirani zabwino zonse nthawi ya tchuthiyi, komanso kugula mosangalala!

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